Labatt Ice Beer

G Cavanagh, G Prouk, Stephen Graham, David Martin, D Warner, C Nanos and R Vanderstarren

1993 campaign to launch Labatt's Ice Beer, to fight Molson's Canadian Ice Draft in new segment of the beer market.
Agency: Lowe SMSAuthors: G Cavanagh, G Prouk, Stephen Graham, David Martin, D Warner, C Nanos and R Vanderstarren

Labatt Ice

EXECUTIVE SUMMARY

It started with two words: ice beer. Gary Prouk and Steve Graham of Lowe SMS heard those words for the first time at a dinner meeting with senior Labatt executives in November 1992. Almost five months later, on 25 March 1993, Labatt president Hugo Powell introduced Labatt Ice Beer to the Canadian press. Ice Beer was a world first, said Powell, the result of a revolutionary new brewing process that had taken Labatt ten years...

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